“What? There’s a Football Game at the Super Bowl?!”
I’m just here for the commercials.
Getting ready for my TODAY Show interview, about Super Bowl ads. My prediction: Tonight during the big game, the competition on the TV screen will be fiercer than on the field.
What makes a Super Bowl ad fascinating enough to make fans cheer, and cash registers ring?
Here’s a hint: Different is better than better.
For most of a decade, the TODAY Show has invited me to do a Monday-morning breakdown on the ads. Every year, brands only get a split-second to hook our attention — pronto! Otherwise, we’re off to the kitchen as fast as the microwave dings with the next batch of queso.
Want to make your own communication more fascinating? Pay close attention to tonight’s starting lineup. No, not Brady (fascinating in his own right). I’m talking about the ads.
(Oh — and remind me. Which teams are playing? I’m just kidding. Kinda.)
5 key traits of a fascinating Super Bowl commercial:
1. Different is better: There’s no one “right” way to be different. Special effects and huge production extravaganzas dazzle us, sure. But it’s not enough to be more dazzling than other ads. The top-rated ads will play their own game.
2: Visual storytelling: Our brains love stories. Especially when we’re distracted. The most memorable Super Bowl ads excite the eyes more than the ears. As you’re watching the ads, ask yourself: Is it a no-brainer even if you can’t hear it? If an ad asks people to overthink, it’s a dead ball.
3. The feels: Emotion is a powerful memory hook. Emotion gets under our skin, into our conversations, and on to our social media. Watch for ads that make us think by getting us to feel. This year will be especially poignant, so have tissues ready. I’m feelin’ Toyota’s spot, Upstream.
4. Familiar icons: This might seem counterintuitive since earlier I said, “different is better.” But stick with me here. When everyone strives for novelty, familiarity IS different. When everyone fights to be the newest and fanciest, science proves that comforting characters and images relax us. (Clydesdales, we’ll miss ya this year. But hello again, Shaggy. Good to see that purple jacket again.)
5. Shock and awe: Provocative often means profitable. When you need to immediately break through the clutter, it can be worth taking the risk of shock value or an unfamiliar storyline. Think of Apple’s groundbreaking ad, “1984.” (Young ‘uns: if you don’t know it, google it and thank me later.)
Okay, now it’s your turn:
What’s YOUR fave Super Bowl ad — the one that’s most fascinating?
Give me YOUR pick there, in the comments below!
~ Sally
